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Management / Leadership

W CekalaWalter Cekala

Wally Cekala drives the mission and vision of Willow Tree every minute of every day, a job he comes by quite naturally. He has worked in the family business his entire life, having previously held the positions of plant employee, retail clerk, retail manager and vice president. As President, Wally oversees the administration of all departments within Willow Tree as well as charting the company’s future. Wally has a degree in Business Administration from Johnson & Wales University. His hobbies include spending time with his family, boating and playing with all the latest technological gadgets.

Alex Cekala
General Manager - Wholesale

Like his brother Chris, Alex Cekala grew up with Willow Tree, working in various aspects of the business from washing dishes to serving customers to driving forklifts in the warehouse. While still in college, he took over Willow Tree’s accounting activities and became controller upon graduation from Babson College. Alex generates financial and accounting perspective for all departments within Willow Tree and assists in corporate strategy and development. His hobbies include boating, skiing, traveling and anything to do with Boston sports.  

C CekalaChristopher Cekala
Retail Operations Manager

Few people know more about Willow Tree’s products – or Willow Tree’s customers – than Chris Cekala. Formerly manager of the company’s successful retail store and before that a jack-of-all-trades in the family business, Chris works with the sales staff to truly appreciate Willow Tree quality and the difference it makes in delivering quality products. Chris has a degree in Culinary Arts from Johnson & Wales University.  


S GenuarioStephen Genuario
VP - Sales and Marketing 

As Willow Tree’s Regional Sales Manager, Steve is responsible for identifying new markets and sales opportunities and managing Willow Tree’s sales team. Formerly Sales/Marketing Manager for Munroe Dairy, he is intent upon increasing the visibility of the Willow Tree brand by listening to Willow Tree’s retailers and consumers and engaging with them personally. Steve graduated from the University of Rhode Island with a degree in Business Administration. His hobbies include spending time with family, tournament fishing, and kayaking.


Erik D. Spas
Plant Engineer

As Willow Tree’s Plant Manager, Erik oversees activities concerned with development, design, construction, modification, and maintenance of equipment, machinery and facilities. Formerly an operations manager at Seafreeze Ltd., Erik has an AS in Electrical Mechanical and a BS in International Business. His interests include spending time with his family and watching New England sports, car and motorcycle racing.